Adventures in Marketing: Looks Like B-Day Is Actually a Thing

Steph Willems
by Steph Willems
adventures in marketing looks like b day is actually a thing

Ford’s not calling it that, but the marketing push surrounding the debut of the new-generation Bronco on July 13th is looking a lot like a joke your author has tossed about the past few weeks.

The sheer amount of prime-time programming space purchased on the Disney Media Network’s ABC, ESPN, and National Geographic channels — as well as spots on streaming service Hulu — calls to mind the ill-fated experiment of “E-Day.”

Heralding an automotive invasion that was quickly repelled and thrown back into the sea, E-Day reached viewers on September 4th, 1957.

Surely you know of the short-lived brand that special day, and the hour-long CBS television show created for it, signifies. A colossal failure of market research and corporate hubris, the brand revealed during The Edsel Show turned America off with its controversial countenance and confused buyers by stepping all over the Mercury brand. Booooo.

The ’59s looked good, though.

Hey, look — a tease!

Surely, the media blitz organized for the much more thoroughly thought-out Bronco’s reveal won’t end in sudden disdain for a model Ford die-hards have clambered for for years. There’s space in the lineup for it, a direct rival that’s dominated the off-roader segment for too long, and a rich heritage to back it all up.

It seems the Bronco might have company on the airwaves, too, as Ford mentions the debut of the Bronco “family.” Ford’s all about families these days, what with the Mustang gaining a big brother in the form of a four-door crossover with the same name. One assumes the Escape-based Bronco Sport will be in tow on July 13th.

But get a load of what Ford’s planning here:

“The Bronco reveal marks the first time Disney CreativeWorks, Disney’s award-winning creative agency, is deploying custom branded content, across multiple networks during prime time on ABC, ESPN and National Geographic,” the automaker said in a release. “Each film will air on the respective networks on Monday, July 13, during the first commercial break in the 8:00 p.m. ET hour. All three films will be available to viewers on Hulu starting Tuesday, July 14.”

The ABC spot is a 2-minute film starring country music singer Kip Moore. On ESPN, a film (of undetermined length) will feature a “different” Bronco model and professional climber Brooke Raboutou. National Geographic is where things really get wild, as Ford says, “Academy Award-winning director and acclaimed cinematographer, photographer and professional climber Jimmy Chin will spotlight another Bronco during ‘National Parks: Yosemite.'”

All of this content will make it to Hulu. At the same time, Ford plans to run additional special content on its Twitter, Instagram, YouTube, and Facebook channels.

As I said, B-Day.

The reason for the media blitz, Ford says, is because the organizers of the Detroit auto show scrapped the June event on account of the coronavirus pandemic. Plan B was quickly crafted, and the cameras started rolling. Should be an interesting day.

We might even cover it!

[Image: Ford]

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  • Sayahh Is it 1974 or 1794? The article is inconsistent.
  • Laura I just buy a Hyndai Elantra SEL, and My car started to have issues with the AC dont work the air sometimes is really hot and later cold and also I heard a noice in the engine so I went to the dealer for the first service and explain what was hapenning to the AC they told me that the car was getting hot because the vent is not working I didnt know that the car was getting hot because it doesnt show nothing no sign no beep nothing I was surprise and also I notice that it needed engine oil, I think that something is wrong with this car because is a model 23 and I just got it on April only 5 months use. is this normal ? Also my daughter bought the same model and she went for a trip and the car also got hot and it didnt show up in the system she called them and they said to take the car to the dealer for a check up I think that if the cars are new they shouldnt be having this problems.
  • JamesGarfield What charging network does the Polestar use?
  • JamesGarfield Re: Getting away from union plantsAbout a dozen years or so ago, Caterpillar built a huge new engine plant, just down the road here in Seguin TX. Story has it, Caterpillar came to Seguin City council in advance, and told them their plans. Then they asked for no advanced publicity from Seguin, until announcement day. This new plant was gonna be a non-union replacement for a couple of union plants in IL and SC, and Cat didn't want to stir up union problems until the plan was set. They told Seguin, If you about blab this in advance, we'll walk. Well, Seguin kept quiet as instructed, and the plan went through, with all the usual expected tax abatements given.Plant construction began, but the Caterpillar name was conspicuously absent from anywhere on the site. Instead, the plant was described as being a collective of various contractors and suppliers for Caterpillar. Which in fact, it was. Then comes the day, with the big new plant fully operationa!, that Caterpillar comes in and announces, Hey, Yeah it's our plant, and the Caterpillar name boldly goes up on the front. All you contractor folks, welcome aboard, you're now Caterpillar employees. Then, Cat turns and announces they are closing those two union plants immediately, and will be transporting all the heavy manufacturing equipment to Seguin. None of the union workers, just the equipment. And today, the Caterpillar plant sits out there, humming away happily, making engines for the industry and good paying jobs for us. I'd call that a winner.
  • Stuki Moi What Subaru taketh away in costs, dealers will no doubt add right back in adjustments.... Fat chance Subaru will offer a sufficient supply of them.